# Cross Financial Advisors

> Cross Financial Advisors is an SEC-registered investment advisory firm in Portland, OR, registered since 2017, reporting $100 million to $500 million in regulatory assets under management in its Form ADV filing dated September 27, 2026.

- CRD: 287686
- Filed as: CROSS FINANCIAL ADVISORS
- Legal name: Cross Financial Advisors, LLC
- Also doing business as: ABACUS WEALTH MANAGEMENT, BY THE TREE FINANCIAL, LLC, CLARK WEALTH MANAGEMENT, HOPE WEALTH PLANNING, LYDA FINANCIAL
- Registration: SEC-registered investment adviser (status as filed: Approved)
- Location: Portland, OR
- Filing period: October 2026
- Form ADV filing dated: September 27, 2026
- SEC record (IAPD): https://adviserinfo.sec.gov/firm/summary/287686
- AdvisorCensus page: https://advisorcensus.com/firm/cross-financial-advisors-portland-or-287686

## Quick answers

**How is Cross Financial Advisors compensated?**
On its Form ADV (Item 5.E, October 2026), Cross Financial Advisors reports these compensation arrangements: a percentage of assets under its management; hourly charges; fixed fees (other than subscription fees).

**How much does Cross Financial Advisors charge?**
Its Form ADV Part 2A brochure dated March 20, 2026 states: Asset-based fee: up to 2.5% of assets a year (the maximum the brochure states); Hourly rate: $200 to $500 an hour (financial planning services). Fees can differ by service and may be negotiable; the brochure is the complete statement.

**Where is Cross Financial Advisors located?**
Cross Financial Advisors' principal office is in Portland, OR, according to its Form ADV; the October 2026 filing also lists 3 other offices (Schedule D, Section 1.F).

**Is Cross Financial Advisors registered with the SEC or a state?**
Cross Financial Advisors is an SEC-registered investment advisory firm, registered since 2017. Status as filed: Approved. CRD 287686.

**How much does Cross Financial Advisors manage?**
Cross Financial Advisors reports $481,819,342 in regulatory assets under management in its Form ADV filing dated September 27, 2026 (100% discretionary).

**How have Cross Financial Advisors' assets and staff changed since 2021?**
In the Form ADV data for Cross Financial Advisors: Regulatory assets under management: $258,051,473 in the October 2021 data and $481,819,342 in the October 2026 data, up 87%. Total employees: 15 in October 2021 and 12 in October 2026. Assets under management move with markets as well as with clients coming and going.

**What types of clients does Cross Financial Advisors serve?**
By number of clients on Form ADV Item 5.D: individuals (other than high net worth individuals) (1,283); high net worth individuals (548); pension and profit sharing plans (but not the plan participants or government pension plans) (17).

**Which custodians does Cross Financial Advisors use?**
Cross Financial Advisors' most recent Form ADV filing (Schedule D, Section 5.K(3)) lists LPL Financial LLC as a custodian holding 10% or more of its separately managed account assets.

**Does Cross Financial Advisors report any disciplinary disclosures?**
Reports no disclosure items on Form ADV Item 11. The detail of any item is on the firm's SEC record: https://adviserinfo.sec.gov/firm/summary/287686

**What changed in Cross Financial Advisors' recent Form ADV filings?**
In the October 2026 filing data: Registered or notice-filed in NJ.

## From the Form ADV filing

### Compensation (Item 5.E)
- A percentage of assets under your management
- Hourly charges
- Fixed fees (other than subscription fees)

### Fees and minimums (Form ADV Part 2A brochure dated March 20, 2026)

- Asset-based fee: up to 2.5% of assets a year (the maximum the brochure states)

> Our maximum annual fee is 2.50%.

- Hourly rate: $200 to $500 an hour (financial planning services)

> There is a range in the amount of the hourly fee charged by our Firm for financial planning services. The minimum fee is $200 per hour, and the maximum is $500 per hour.

As stated in the firm's brochure. Fees can differ by service and may be negotiable.

### Custodians (Schedule D, Section 5.K(3))
- LPL Financial LLC

Custodians holding 10% or more of the firm's separately managed account assets, as filed on Form ADV (Schedule D, Section 5.K(3)). A custodian holds client assets; it does not endorse or supervise the firm. AdvisorCensus has no relationship with any custodian.

### Regulatory assets under management (Item 5.F)
- Total: $481,819,342
- Discretionary: $481,819,342
- Non-discretionary: $0

### Clients (Item 5.D)

| Client type | Clients | Assets |
| --- | --- | --- |
| Individuals (other than high net worth individuals) | 1,283 | $163,617,754 |
| High net worth individuals | 548 | $304,356,480 |
| Banking or thrift institutions | 0 | $0 |
| Investment companies | 0 | $0 |
| Business development companies | 0 | $0 |
| Pooled investment vehicles (other than investment companies and business development companies) | 0 | $0 |
| Pension and profit sharing plans (but not the plan participants or government pension plans) | 17 | $3,707,072 |
| Charitable organizations | 11 | $2,424,761 |
| State or municipal government entities (including government pension plans) | 0 | $0 |
| Other investment advisers | 0 | $0 |
| Insurance companies | 0 | $0 |
| Sovereign wealth funds and foreign official institutions | 0 | $0 |
| Corporations or other businesses not listed above | 14 | $7,713,275 |
| Other | 0 | $0 |

### Advisory services (Item 5.G)
- Financial planning services
- Portfolio management for individuals and/or small businesses

### Firm details
- Registered since: 2017 (9 years)
- Employees: 12 total, 11 performing advisory functions
- Wrap fee program participation: Yes
- States registered or notice-filed: AK, AZ, CA, FL, ID, IN, MA, MN, NJ, NV, OH, OR, TX, UT, VA, WA
- Disclosures (Item 11): Reports no disclosure items on Form ADV Item 11.

### Other offices (Schedule D, Section 1.F), as of the October 2026 filing
- Lake Oswego, OR
- Portland, OR
- Salem, OR

### Websites listed on Form ADV (Item 1.I)
- bythetreefinancial.com
- crossfinancialmgmt.com
- hopewealthplanning.com
- lydafinancial.com
- Facebook @CrossFinancialMgmt
- LinkedIn @cross-financial-management

## Assets and staff over time

| Data period | Regulatory assets under management | Employees | Filing dated |
| --- | --- | --- | --- |
| October 2021 | $258,051,473 | 15 | September 21, 2021 |
| October 2022 | $339,791,825 | 17 | June 23, 2022 |
| October 2023 | $285,800,326 | 16 | March 29, 2023 |
| October 2024 | $346,251,122 | 14 | August 1, 2024 |
| October 2025 | $418,897,353 | 14 | July 14, 2025 |
| October 2026 | $481,819,342 | 12 | September 27, 2026 |

Regulatory assets under management: $258,051,473 in the October 2021 data and $481,819,342 in the October 2026 data, up 87%.
Total employees: 15 in October 2021 and 12 in October 2026.

## Changes in the filing (last 12 months)

### October 2026
- Registered or notice-filed in NJ.

### August 2026
- Added an office in Portland, OR.
- No longer lists an office in Beaverton, OR.

### April 2026
- No longer lists the business name Rock Creek Wealth Management.
- No longer lists the business name Retzlaff Wealth Management.
- Added the business name By the Tree Financial, LLC.
- Employees performing advisory functions went from 13 to 11.
- Regulatory assets under management went from $418,897,353 to $481,819,342 (+15%).
- Changed its office addresses in Lake Oswego, OR.
- No longer lists an office in Tualatin, OR.

### March 2026
- Added the business name Abacus Wealth Management.

### January 2026
- No longer lists the business name Cross Inland Wealth Management.
- Employees performing advisory functions went from 14 to 13.
- No longer registered or notice-filed in CO, GA, MT.

## Source

Form ADV as filed, October 2026. Values appear as filed. Cite as: AdvisorCensus. Cross Financial Advisors (CRD 287686): Form ADV filing data as of October 2026.